Multi-Market Real Estate & Homebuilding

Overview

Before higher education, I led marketing for organizations where brand and demand were directly tied to revenue. As Marketing Director for a multi-market real estate firm and Regional Marketing Manager for D.R. Horton’s East Tennessee division, I built the strategy, systems, and brand discipline that supported sales across Knoxville, Chattanooga, and the Tri-Cities.

Challenge

Multi-market organizations face a constant tension: local teams need marketing that moves fast and feels relevant, while the brand needs governance and consistency at scale. Add lead-generation targets, vendor management, and national brand standards, and the work becomes as much about systems as it is about creative.

Strategy

I aligned annual marketing strategy to growth goals and revenue targets, then built the templates, workflows, and brand standards that let many people produce on-brand, conversion-focused marketing quickly. Digital demand generation — SEO/SEM, paid social, and email — was integrated with brand and recruitment marketing under one plan.

Execution

• Directed integrated campaigns across digital and print to drive qualified leads and protect brand consistency across multiple offices and markets.
• Built scalable listing and agent template systems so local teams stayed on-brand and on-message at speed.
• Managed digital advertising budgets across SEO, Google Ads, Zillow, direct mail, and social to grow qualified traffic and conversions.
• Partnered with corporate headquarters on brand governance and with HR on recruitment marketing and employer branding.

Impact

Across two organizations and multiple markets, the work delivered a consistent brand and a reliable engine for qualified demand — and gave me a results-and-ROI discipline that now informs how I lead communications in higher education.